MAKE IT SCOTCH: PRIME CUTS MEETS PRIME CONTENT
The Make It Scotch emblem isn't just a mark; it's a beacon of Scottish excellence. As the vibrant, consumer-facing side of Quality Meat Scotland, this logo guarantees that every bite of Scotch Beef, Scotch Lamb, or Specially Selected Pork is a taste of Scotland's finest—reared with the utmost dedication to animal welfare and sustainability.
We like to call this the "Scotch Difference"—the secret ingredient that elevates Scotch meats to global acclaim. But the challenge remains: how do you communicate the intricate craft and care symbolised by this logo? How do you make the quality tangible to the world?
In 2023, our mission was clear: to amplify the Scotch Difference and inspire consumers to elevate every meal with Make It Scotch.
Elevating Scotch Meat to Iconic Status
Having steered Make It Scotch’s social rudder for over six years, each year presents new challenges and opportunities. This past year, the vision was to not only spotlight the brand's stellar credentials but also to celebrate the incredible individuals behind the scenes.
To propel the brand forward and meet broader business aims, we devised a year-long strategy that brought the diverse community surrounding Make It Scotch into the spotlight. But we didn’t stop there; we aimed to weave the inCREDible into every strand of our communications.
Coupled with our Always On retainer content, we launched seasonal campaign bursts that illuminated critical brand touch-points. Whether it was supporting our key "steak holders" or revealing the delectably tasty Scotch meat, our strategy was informed by audience insights and social listening, crafting standout ideas for the social sphere.
Seasoned with Success
Our campaign’s rhythmic structure maximised brand exposure while welcoming a legion of new enthusiasts eager to share their culinary creations and support local Scotch Butchers. From our interactive Butchers Who BBQ challenge to our Incredible Christmas series, fans expressed their love for the brand, contributed ideas, and shared their unique content.
In 2023, we notched up:
6.6 million Impressions
1.7 million Video Views
103,000 Engagements
4,500 New Fans
Far from basking in the glow of past successes, we are already in the kitchen, prepping a feast of ideas for the 2024 campaign cycle. Armed with deep insights and boundless creativity, we're not just following trends—we're setting them. As we continue to blend strategic foresight with innovative concepts, the path ahead for Make It Scotch is poised to reshape how Scotch is seen and savoured around the globe.